RAMA’s Mike Gatti shares top five Super Bowl commercial picks

3 Comments | This entry was posted in Marketing

An estimated 172 million American football fans gathered around their TV’s last night to watch the two best NFL teams go head-to-head in Super Bowl XLV.  They snacked on chips and dip, pizza and even buffalo wings, and when the commercials came on, the room went silent. According to NRF’s Retail Advertising and Marketing Association, more than one-quarter of the viewers agreed the commercials were the most important part of the experience. So we asked RAMA’s executive director, Mike Gatti, to share his top five commercials of the game and why he thinks they will make lasting impressions.

According to Gatti, Best Buy’s “Ozzy vs. Bieber” exemplifies everything a Super Bowl ad should be. Using two of the most recognizable singers in the world, pitting “old” against “new,” and epitomizing how time flies, the commercial highlights their new Buy Back Program, which allows shoppers to buy now and return it later for the company to buy when it’s time for an upgrade. If you missed this one, check it out here.

Couldn’t manage to stay awake to watch the game and want to see the ads? You can view all the Super Bowl ads on Advertising Age’s website.

The rest of Gatti’s picks, in order, are as follows:

  • NASCAR’s “He’s a Fan” – The thrill-seeker who hangs on while the ferris wheel goes spinning out of control is the perfect fit for the target audience that is often difficult to reach but is most definitely watching the Super Bowl – 18 to 34 year old males.
  • The 21st Century Volkswagen Beetle - who didn’t love watching the little beetle scurry around the woods! Gatti says watching the beetle cruise through the onslaught of opposing obstacles builds excitement about the new VW Beetle.
  • Audi’s “Release the Hounds” -  The Audi commercial that portrays Mercedes as the car for the sleepy, older, high society crowd also deserves tops honors, according to Gatti.  As two gentlemen break out of a stereotypical prison, one heads towards Mercedes as his getaway car, the other, an Audi.  The Mercedes becomes trapped while the Audi zooms to freedom. Genius.
  • Chevrolet’s “Discovery” -  This commercial uses examples like Ben Franklin’s discovery of electricity, the invention of the light bulb and the first computer as examples of life-changing historical events, positioning the new Chevy Volt as the same.

What did you think about the Super Bowl commercials? Share your thoughts on the winners and losers.

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2 Comments

  1. avatar Tom Redd
    Posted February 7, 2011 at 12:49 pm | Permalink

    The Darth Vader starts car add….very good. The VW add takes the game. Great work and anticipation builder. Very hip BEETLE

  2. avatar cindi willcox
    Posted February 7, 2011 at 8:17 pm | Permalink

    I completely agree with the top ad from super bowl – the “old” and “new” is identifying the old product return for new; the audience of the ad being both old and young and even my teens thought it was great to be pitting against Bieber. As an “old” attempting to keep up with my “young/new” with technology, I thought this was one of the best ads in years!!!!

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